víctor enrich grinds NY's guggenheim down london's 'cheesegrater' building víctor enrich grinds NY's guggenheim down london's 'cheesegrater' building
dec 19, 2016

víctor enrich grinds NY's guggenheim down london's 'cheesegrater' building

 

catalan creative víctor enrich expresses his thoughts on the ‘end of art’ through his latest digital work ‘artgrater’. the personal project is a critique of the ways in which money, particularly large sums of it, has destroyed the art world — forcing many of today’s creatives to engage in ‘what sells’, rather than their own experimentation. with this in mind, the image depicts new york’s guggenheim museum literally ground down the side of london’s leadenhall building, commonly known as the ‘cheesegrater’.

artgrater victor enrich

 

 

enrich has chosen to depict the two buildings for their symbolic significance. the leadenhall building, designed by RSH+P,is located at the epicenter of one of the most important financial neighborhoods in the world — the city of london. enrich uses this to signify the ‘power of money’. on the other hand, one of the most internationally famed art institutions on the planet, new york’s guggenheim, acts as the ‘creativity’ that is being slowly being destroyed beyond repair.

 

alongside the static digital image, enrich has made an animation that highlights the grating action. the animation ends with a cryptic anagram that summarizes the project’s intention: ‘revo si tra’ (art is over).

artgrater victor enrich

artgrater victor enrich

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